@WolfgangDigitalAlan Coleman - CEOSiobhan McGinty – Content Marketer
I’m Excited
RefreshContent Marketing refers to the creation and distribution ofrelevant and valuable content to attract, acquire, and ...
Ask The Audience
Are you:1. A complete Content Marketing Newbie2. Already gotten started3. Expert
Who’s a Search Marketer
Content Marketing or Inbound Marketing
6 Reasons Why Content Marketing is aMarketing Must
1/ Google Loves It!
2/ Most Complete Marketing StrategyAvailable
The Purchase FunnelTraditional& Display SearchContentMarketing
3/ ProfitU CAN CHARGE MORE!!!Online Retail will kill customer loyalty???Heuristic Decision Making
People Will Pay More For ProductsThey Love
Inbound Marketer
Search Marketer
4/ RetentionIt costs 5 times more to get a new customer thanto keep an existing one
Maximise Opportunity From ExistingCustomers
92% of people trust recommendations from friends and familyabove all other forms of advertising when making a purchasedeci...
5/ Amplify Your Voice
6/ The End of Media Spend
In the future, media spend will be the price a business pays, fornot capitalising on the content marketing opportunity.
Our Experience
Wolfgang Digital’s Six ContentMarketing Commandments
1. Understand the differencesbetween Evergreen and Real-Timecontent
Evergreen ContentRelevant today, tomorrow, next week, nextmonth, next year…maybe even five years!
So you don’t believe this ispossible…?Check out @JeffBullas on Twitter……and Hubspot!70% of Hubspots leads come from OLD bl...
Examples of Evergreen Content• “How to” guides and tutorials• Resource lists• Frequently Asked Questions
Real-Time Content
2. Existing Content Shall beRecycled & Repurposed
Recycled ContentThis presentation will be shamelessly recycled in threeways:- Wolfgang Blog- Wolfgang Slideshare- Wolfgang...
Repurposed Content
3. Differences Between Your TargetAudience & Target Market Shall BeUnderstood
For Example…Much of our work comes from recommendationsfrom within our business community
4. You Shall Be There For YourAudience
If People Speak To You on SocialMedia……REPLY!
It’s Worked For Us…• Sage.ie guest blog postOne day, Beatrice saidsomething interesting. IRetweeted, Replied andwrote a bl...
Ranking!
Why Guest Blogging Was Great!• Web traffic• Social following• It spoke directly to our targetaudience AND target market• S...
5. A Content Calendar Shall BeCreated & Adhered To
Why Content Calendars Are Great• Keeps you organised and efficient• Curb Writers Block• Great for teamwork• Measurement
6. You Shall Measure YourContent Marketing Efforts
Measuring Content Marketing• Website Factors• Ranking Factors• Social Factors• Leads
And don’t forget to optimise!
Excited?
Sign up for our newsletter:www.wolfgangdigital.com/blog@wolfgangdigitalalan@wolfgangdigital.comsiobhan@wolfgangangdigital....
IIA Content Marketing Conference - Wolfgang Digital Slides
IIA Content Marketing Conference - Wolfgang Digital Slides
IIA Content Marketing Conference - Wolfgang Digital Slides
IIA Content Marketing Conference - Wolfgang Digital Slides
IIA Content Marketing Conference - Wolfgang Digital Slides
IIA Content Marketing Conference - Wolfgang Digital Slides
IIA Content Marketing Conference - Wolfgang Digital Slides
IIA Content Marketing Conference - Wolfgang Digital Slides
IIA Content Marketing Conference - Wolfgang Digital Slides
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IIA Content Marketing Conference - Wolfgang Digital Slides

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These are the Wolfgang Digital slides from the Irish Internet Association event on content marketing (16 May, 2013).

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  • Sharing just a small sample from a vast playbook
  • Understanding the difference between e & rt content. Leveraging strengths
  • Don’t mentionrt
  • Just chose three…lots more though
  • Awareness stage…great for bringing people into the funnel. Viral appeal. DMA infographic.
  • Slideshare
  • Repurposed for Sage
  • Screengrab DMI Google results
  • #againsttheclock
  • Wolfgang as scientists….calendar and measurement make way for optimisation. Continuous improvement. 12 week calender.
  • IIA Content Marketing Conference - Wolfgang Digital Slides

    1. 1. @WolfgangDigitalAlan Coleman - CEOSiobhan McGinty – Content Marketer
    2. 2. I’m Excited
    3. 3. RefreshContent Marketing refers to the creation and distribution ofrelevant and valuable content to attract, acquire, and engage aclearly defined and understood target audience – with theobjective of driving profitable customer action– Content Marketing Institute
    4. 4. Ask The Audience
    5. 5. Are you:1. A complete Content Marketing Newbie2. Already gotten started3. Expert
    6. 6. Who’s a Search Marketer
    7. 7. Content Marketing or Inbound Marketing
    8. 8. 6 Reasons Why Content Marketing is aMarketing Must
    9. 9. 1/ Google Loves It!
    10. 10. 2/ Most Complete Marketing StrategyAvailable
    11. 11. The Purchase FunnelTraditional& Display SearchContentMarketing
    12. 12. 3/ ProfitU CAN CHARGE MORE!!!Online Retail will kill customer loyalty???Heuristic Decision Making
    13. 13. People Will Pay More For ProductsThey Love
    14. 14. Inbound Marketer
    15. 15. Search Marketer
    16. 16. 4/ RetentionIt costs 5 times more to get a new customer thanto keep an existing one
    17. 17. Maximise Opportunity From ExistingCustomers
    18. 18. 92% of people trust recommendations from friends and familyabove all other forms of advertising when making a purchasedecision.Global Trust in Advertising - Nielsen
    19. 19. 5/ Amplify Your Voice
    20. 20. 6/ The End of Media Spend
    21. 21. In the future, media spend will be the price a business pays, fornot capitalising on the content marketing opportunity.
    22. 22. Our Experience
    23. 23. Wolfgang Digital’s Six ContentMarketing Commandments
    24. 24. 1. Understand the differencesbetween Evergreen and Real-Timecontent
    25. 25. Evergreen ContentRelevant today, tomorrow, next week, nextmonth, next year…maybe even five years!
    26. 26. So you don’t believe this ispossible…?Check out @JeffBullas on Twitter……and Hubspot!70% of Hubspots leads come from OLD blogposts!
    27. 27. Examples of Evergreen Content• “How to” guides and tutorials• Resource lists• Frequently Asked Questions
    28. 28. Real-Time Content
    29. 29. 2. Existing Content Shall beRecycled & Repurposed
    30. 30. Recycled ContentThis presentation will be shamelessly recycled in threeways:- Wolfgang Blog- Wolfgang Slideshare- Wolfgang Newsletter
    31. 31. Repurposed Content
    32. 32. 3. Differences Between Your TargetAudience & Target Market Shall BeUnderstood
    33. 33. For Example…Much of our work comes from recommendationsfrom within our business community
    34. 34. 4. You Shall Be There For YourAudience
    35. 35. If People Speak To You on SocialMedia……REPLY!
    36. 36. It’s Worked For Us…• Sage.ie guest blog postOne day, Beatrice saidsomething interesting. IRetweeted, Replied andwrote a blog post inspiredby it. I acknowledged herin the post. She shared itwith her social networkwhen I published it…
    37. 37. Ranking!
    38. 38. Why Guest Blogging Was Great!• Web traffic• Social following• It spoke directly to our targetaudience AND target market• SEO• Mutually beneficial relationship with Sage
    39. 39. 5. A Content Calendar Shall BeCreated & Adhered To
    40. 40. Why Content Calendars Are Great• Keeps you organised and efficient• Curb Writers Block• Great for teamwork• Measurement
    41. 41. 6. You Shall Measure YourContent Marketing Efforts
    42. 42. Measuring Content Marketing• Website Factors• Ranking Factors• Social Factors• Leads
    43. 43. And don’t forget to optimise!
    44. 44. Excited?
    45. 45. Sign up for our newsletter:www.wolfgangdigital.com/blog@wolfgangdigitalalan@wolfgangdigital.comsiobhan@wolfgangangdigital.com

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